How to Add a Post on Instagram

Posting on Instagram seems simple enough - you snap a photo, write a caption, and hit share. But to truly connect with your audience and grow your brand, there's a lot more to it than just that. This guide will walk you through every step, covering not just how to upload a standard post, but how to master different formats like Carousels and Reels, and optimize everything for maximum impact.

Posting on Instagram: The Foundational Steps

Let's start with the basics. Whether you’re sharing a single photo or a quick video, the core process is the same. Follow these steps to get your content live and looking great.

Step 1: The "+" Icon is Your Starting Point

First things first, open the Instagram app. At the bottom of your screen, in the center of the navigation bar, you’ll see a square icon with a plus sign (+) in it. Tap this icon to begin a new post. This is your gateway to creating any type of content on Instagram, from a simple photo to a dynamic Reel.

Step 2: Select Your Media from Your Gallery

After tapping the plus icon, you'll be taken to your phone’s photo gallery. Here, you can select the image or video you want to share. By default, it will land on the "Post" option.

• For a single image/video: Simply tap the thumbnail of the content you want to upload.
• For multiple images/videos (a Carousel post): Tap the icon with two overlapping squares on the right side of the gallery view. You can then select up to 10 photos and videos in the order you want them to appear.

Once you’ve selected your media, tap "Next" in the top-right corner to move on.

Step 3: Editing and Filtering (The Fun Part!)

This is where you can add some personality to your post. Instagram offers a surprisingly robust set of native editing tools.

• Filters: At the bottom, you’ll see a row of pre-set filters. You can scroll through and tap on each to see a preview of how it looks on your photo or video. Tapping a filter a second time will bring up a slider, allowing you to adjust its intensity. A consistent filter or editing style can help build a cohesive brand aesthetic.
• Edit: To the right of the "Filter" tab is the "Edit" tab. Here you can make manual adjustments. You can fine-tune brightness, contrast, saturation, sharpness, and more. This gives you much more control than simply slapping on a filter.

When you're happy with your edits, tap "Next" again.

Step 4: Writing a Compelling Caption

Now you've reached the final screen before publishing. The first and most important field is the caption. Your photo might grab their attention, but the caption is what keeps it. We’ll go deeper into caption strategy later, but for now, focus on writing a clear, engaging description that complements your visual. You can also mention or "tag" other accounts here by typing the "@" symbol followed by their username.

Step 5: Add Tags, Location, and More

Below the caption field are several other options that can significantly boost your post’s visibility:

• Tag People: Tap this to tag other Instagram accounts in your photo. Their followers may see the post, and it will appear on the "Tagged Photos" section of their profile. This is great for collaborations or for shouting out friends and partners.
• Add Location: Adding a location (geotagging) makes your post discoverable to people exploring that place on Instagram. It’s a must for local businesses, travel content, or event promotions.
• Advanced Settings: Here you can add Alt Text to describe your photo for visually impaired users - a wonderful practice for accessibility that also helps with Instagram's SEO. You can also turn off commenting if desired.

Step 6: Hit 'Share' and Go Live!

Once you've filled everything out, all that’s left is to tap the "Share" button at the top-right. Your post will now appear on your profile grid and in your followers' feeds. Congratulations, you’ve just added a post to Instagram!

Beyond a Single Image: Mastering Different Post Types

Building a strong Instagram presence means using the full suite of post formats to tell different kinds of stories. Here’s how to create and leverage the most powerful post types.

How to Post a Carousel (Multiple Photos/Videos)

Carousels allow you to share up to 10 photos and videos in a single, swipeable post. They are incredibly effective for storytelling and providing value.

How to do it: When you're in the media selection screen (Step 2 above), tap the "Select Multiple" icon (the overlapping squares). Then, tap on your chosen images and videos in the order you want them to appear. From there, the editing and posting process is the same as a single-image publish.

Strategy Tip: Use carousels to showcase an entire product collection, share a step-by-step tutorial, post a "photo dump" from a recent event, or present a series of tips. Start with a compelling first slide that hooks the viewer and makes them want to swipe through to the end.

How to Post a Reel

Instagram Reels are short-form vertical videos a la TikTok. Since Instagram heavily prioritizes this format, Reels are your best bet for reaching people who don't already follow you.

How to do it: From the "+" create screen, slide the bottom menu over to "Reel." This brings you to the Reel creation interface, which offers a ton of creative tools:

• Audio: Tap the music note icon to add trending songs or original audio. Using trending sounds can give your Reel a huge visibility boost.
• Effects and AR Filters: The stars icon lets you browse thousands of effects to make your video more engaging.
• Length: You can set your Reel to be 15, 30, 60, or 90 seconds.
• Timer: Use the timer for hands-free recording.

You can record clips directly in the app or upload pre-edited videos from your gallery. Once you're done, you'll go to an editing screen where you can add text overlays, stickers, and voiceovers before writing your caption and sharing.

Strategy Tip: Aim for entertaining, educational, or inspiring content. A quick tutorial, a before-and-after transformation, or a relatable, funny skit all work well as Reels.

Don't Just Post - Optimize: Strategies for Better Results

Just putting content on Instagram isn't enough. To make sure it performs well, you need to optimize it. These strategies will help you get more eyes on your posts and drive more engagement.

Writing an Engaging Caption That Converts

A good caption can turn a passive viewer into an active follower. Here's a simple formula for writing better captions:

1. The Hook: The first one or two sentences are what people see before they have to tap "...more." Make them count! Ask a question, state a bold opinion, or tease the value you’re about to provide.
2. The Value: In the body of your caption, deliver on the promise of your hook. Tell a deeper story behind the photo, share valuable tips, or explain a concept. Use line breaks to make it easy to read.
3. The Call to Action (CTA): Always tell your audience what you want them to do next. Do you want them to comment below with their thoughts? Visit the link in your bio? Save the post for later? Be direct.

Finding and Using the Right Hashtags

Hashtags are like keywords for a search engine. They categorize your content and make it discoverable to users interested in your niche. A smart hashtag strategy is a mix of different types:

• Broad Hashtags: These have high search volume (#marketing, #fitness). They can give you a quick burst of visibility but your post can also get lost quickly.
• Niche Hashtags: These are more specific to what you do (#socialmediamarketingtips, #hiitworkout). They have less volume but attract a more targeted audience.
• Community Hashtags: These are hashtags used by specific communities (#creatorsoninstagram, #womeninbusiness).
• Branded Hashtags: A hashtag unique to your business, like #YourBrandName. Encourage your followers to use it as well.

You can include up to 30 hashtags, and it’s fine to place them either at the end of your caption or as the first comment on your post.

The Power of Tagging: People, Locations, and Products

Tagging is one of the most underutilized strategies for increasing reach. When you tag:

• People Accounts: Your post appears in the "Tagged" section of their profile, and they get a notification. This is powerful for collaborative posts or featuring customers. Use the "Invite Collaborator" feature for an even more integrated approach, which makes the post appear on both of your profile grids.
• A Location: Your post shows up on the location page, which people often browse for inspiration or to check out a place before visiting. This is essential for brick-and-mortar stores, restaurants, and travel creators.
• Products: If you have an Instagram Shop set up, you can tag products directly in your photos and Reels. This creates a seamless shopping experience, allowing users to tap and buy without ever leaving the app.

Timing Your Post for When Your Audience is Online

You can create the best content in the world, but it won't matter if you post it when no one is around to see it. The best time to post is when your specific audience is most active on the app.

To find this information, you need an Instagram Business or Creator account (which is a free and easy switch). Then, navigate to your Professional Dashboard > View all insights > Total followers. Scroll down to the bottom, and you’ll find a section called "Most Active Times," which shows you a daily and hourly breakdown of when your followers are using Instagram. Use this data to schedule your posts for peak engagement windows.

Final Thoughts

Posting on Instagram effectively goes far beyond a single tap of the 'Share' button. It's about strategically choosing the right format, from a stunning photo to an engaging Reel, and then optimizing it with thoughtful captions, relevant hashtags, and smart tags to connect deeply with your audience.

As your audience grows, consistently creating and posting tailored content across all these formats can become a full-time job. We ran into this challenge ourselves while managing multiple brands and realized that legacy tools weren't built for a world dominated by Reels and Stories. That's why we created Postbase - a modern social media management platform designed to help you plan, schedule, and publish content to a visual calendar without the headache, so you can focus on building your brand instead of fighting your tools.